Apple shows us what it's capable of
In a one minute video entitled Crush!, Apple shows us who it really is…
This Tweet from Apple CEO Tim Cook says so much:
Do you think this is an ad about the potential to create?
There’s something profoundly disturbing about the carefully crafted images of squishing faces, shattering glass, mangling musical instruments, bulging eyeballs. It’s traumatic to watch a giant, impersonal machine indiscriminately “Crush!” (that exclamation point makes it seem gleeful) so much of what represents art, beauty, creativity and childhood and replace it with a glorified screen.
But that’s what’s happening in real life all around us.
This ad, to me, is a warning…
I’m typing this on a MacBook Pro… so I’m looking for ideas. Please share yours…
They keep showing us who they are…
Apple and other major tech companies don't have to compensate victims of forced child labor that provided cobalt for the lithium-ion batteries used in many electronic devices, a US appeals court ruled. The lawsuit filed by former miners from the Democratic Republic of the Congo alleged that Apple, Alphabet, Dell, Microsoft, and Tesla violated a trafficking law that makes it illegal to participate in a "venture" that engages in forced labor.
… Why don’t we believe them??
No, I don't see the imagery in that ad as something that is about the potential to create. As an amateur musician and hobbyist, I see the message as being more like it can all be condensed into something plastic and artificial. That there's nothing special about a guitar or a piano, that it just needs to go away, and be replaced. The wooden dummy represents humans trying to stop the crushing homogenization of the things that we love... to no avail.
Aesthetics were such an important part of Steve Jobs' vision. I can only imagine the obscenities he would have screamed at whoever created this video, as he threw them bodily from the building, had they done it on his watch.